‘We’re not changing to Gloria Jean’s’: Adelaide cafes take shot at Cibo takeover in Topbunk marketing push

The manager of an Adelaide CBD cafe, whose marketing has taken advantage of the outrage over CIBO rebranding, says today’s business climate has never been tougher.

Norwood marketing agency Topbunk has unveiled a new marketing campaign for independently owned cafes, having a dig at CIBO’s sale to the owners of Gloria Jean’s. Picture: Topbunk

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A band of independent cafes have taken a cheeky swipe at a Queensland company’s plan to purchase and rebrand the locally-owned CIBO Espresso group.

Advertisements have appeared across Adelaide with tongue-in-cheek messages like “Gilbert Social isn’t changing to Gloria Jean’s” and “There are 20+ CIBOs but only one Spellmans’ Social”.

One of the new bus stop advertisements and billboards appearing across Adelaide. Picture: Topbunk

A billboard depicting the cheeky marketing technique.

The $10k campaign was devised and executed by Norwood marketing agency Topbunk at no cost to the 17 cafes.

Topbunk co-founder and managing director Reuben Gore said he sympathised with CIBO franchisees affected by the interstate takeover, but that it was important to have a conversation about role of independent cafes.

“Many of these small businesses often don’t have the ability to market themselves through this type of public advertising, so we’ve really enjoyed giving them the opportunity to do so,” he Mr Gore said.

“Independent cafes have a heap of personality and can offer many things that the chains don’t, whether that be unique and comfortable fit-outs, tenacious customer service, varied food and drink options or high quality products.”

Cafe Troppo co-owner Joe Burditt, who participated in the campaign, said today’s business climate was among the most challenging he had faced in 12 years of trading.

“It’s tough at the moment and we’re trying to do the best we can,” the 34-year-old said.

“Luckily, we’ve got a loyal customer base, so we’re grateful to them, but there’s no denying that there’s a struggle.”

Cafe Troppo owner Joe Burditt in his Whitmore Square eatery. Picture: Brenton Edwards

In November, Retail Food Group acquired the CIBO brand for $2.7m and said it planned to rebrand its 22 stores as Gloria Jean’s outlets.

Following the announcement, CIBO co-founder Roberto Cardone aired concerns that jobs would be lost and that the new branding would not stick.

A spokesman for Retail Food Group told The Advertiser it would continue to “present a compelling case for conversion” to the franchisees.

“It is part of the reason why this acquisition was appealing to Retail Food Group and we are committed to working collaboratively with all franchise partners to make this transition a positive one, for their businesses, their team members and of course their customers,” the spokesperson said.

“More than just a Queensland business, Gloria Jean’s is a national and global brand with strong brand recognition and a reputation for excellence.”

The group also owns Donut King and Brumby’s among other brands.